But KFC's accompanying Canada Day video, produced by viral video outfit Brittlestar, brought back positive memories of Molson's famous "I Am Canadian" advertisement for Scott Stratton, president of Unmarketing.

Stratton says it's "upsetting" that a non-Canadian company has such an effective ad.

"That should have been one of ours doing it, because that was smart," he said.

The Canada 150 marketing campaign from Ontario credit union Meridian includes a 15-month mortgage at 1.50 per cent. (meridiancu.ca)

But big national events like Canada 150 have the potential to "bring out the worst in marketers," Stratton said, sometimes leading to over-the-top jingoism that doesn't fit with his notion of what being Canadian is all about.

"When you scream you're Canadian, you're actually not Canadian. That's half of our identity, is not being ridiculous about being Canadian."

Stratton said brands with long histories in Canada have the best opportunities to associate themselves with positive emotions surrounding Canada's sesquicentennial anniversary.

"I want to see something at Roots for the anniversary, I want to see something at Tim Hortons, even though it's not a Canadian-owned company anymore," said Stratton.

"I want to see a Molson Canadian special bottle, because they've paid their dues. I want to see Hudson's Bay Company do something for it, because they were open 150 years ago."

Risk of consumer backlash

If a brand's Canada 150 campaign is perceived as inauthentic, "then they will be ridiculed online, and there's a potential for consumer backlash," said Ela Veresiu, an assistant professor of marketing at the Schulich School of Business at York University.

"And the backlash hits faster and harder, thanks to social media."

Boston Pizza has changed its named to 'Canada Pizza' for Canada Day this year. (Solomon Israel/CBC News)

Veresiu cited Tim Hortons' poutine doughnut — which is only being sold at the company's U.S. restaurants — as an example of a Canada 150 promotion that suffered significant social media ridicule, describing the gravy-and-cheese-smothered snack as "gawky, gimmicky, and silly overall."

Veresiu also singled out discount retailer Dollarama for selling knock-off dreamcatchers among its Canada 150 merchandise.

"These are perceived as largely disrespectful, especially of a sacred object for First Nations, and dismissive of the fact that Canada Day is a sticking point with First Nations, and may not be perceived as a celebration by communities."

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